What the Kardashians taught me about marketing

The Kardashians may not be a popular figure among entrepreneurs.

In fact, many people criticized that the Kardashians are famous for BEING famous, that they don’t have any real talents or skills.

Yet they are multiple millionaires, living a life style you and I can only dream of…

The Kardashians have so many loyal fans following them on social media that their single post can generate tens or hundreds of thousands of sales.

That’s probably why they charge an arm and leg for posting a commercial for businesses.

A night club would pay $500,000 for Kim Kardashian’s presence in their club for a night. All she needed to do is to sit there and have some drinks. No work to be done, she’s paid for her mere appearance…

The Kardashians rose to be a household name, and they harnessed so many raving fans, along with haters who equally couldn’t stop following them.

Why are the Kardashians so popular?
What powers do they possess that make them so entitled to make so much in sales?
What could it mean for you and your business if you can reach that type of status?

What the Kardashians taught me about marketing is that your marketing can be so deep that it reaches people’s psych on the level of primal instinct.

They created a solid family brand with strong personalities that people IDENTIFY with, and that is the ULTIMATE level of marketing.

Speaking of the different depth of marketing, there are three levels of marketing:

Level 1 of marketing: Features

You tell people what your product or service do. This level is about features. You describe the “what is” of your product or service. You try to convince people the superiority of your stuff.

Using a drill as an example, you are selling a drill and you tell people how fast it can spin, the latest technologies it uses, extra.

Level 2 of marketing: Benefits

You help people see the EMOTIONAL transformation your product or service help them achieve. This second level is much deeper because people buy with emotions and justify with logic. At this level you are communicating to people’s emotions, where decisions are made. This we sometimes call the benefits of your product or service.

Take selling the drill for example again, you ask the potential buyer about the holes they want to drill and why they want to drill a hole in the first place. They will do the selling for you!

Level 3 of marketing: Identity Marketing

This level of marketing is the deepest of all three. At this level, the seller has reached such a status that they don’t need to do any heavy lifting to sell their products or services. People buy anything and everything you promote, just because it is YOU who’s selling it!

This third level is every business owners wet dream. At this level, the marketing reaches people’s psych, it reaches people’s core BEINGNESS. People IDENTIFY with you. And all the seller needs to do is to BE, be the person of who they are.
Selling becomes effortless, and that’s also the reason why haters are born, because it seems like that it is not fair…

That’s the level of marketing at the level of BEINGNESS, because you actually don’t need to do much! You have an unfair advantage.

Too many businesses owners have self-judgement, always feeling not good enough. They want to do more so they feel secure, but there’s never enough DOINGNESS to make them feel good enough in their BEINGNESS.

Or they could not stand being “famous” in their niche, because it would generate attention and attract haters.

I bet the Kardashians never do that type of mental damage to themselves, they are confident, or even take it for granted you may say. They take full advantage of the status they deliberately created for themselves.

That’s a valuable lesson I learned from the Kardashians. Other things aside, they indeed achieved the finest mastery in marketing…

What are your thoughts?
Hey, we are not as lucky as the Kardashians, but there are certainly things we can do to better the sales and marketing of our coaching business!

Watch my Free webinar to find out how to breakthrough in your coaching business!

The magic of imagination

We probably do not give much thought to Einstein’s saying, “Imagination is more important than knowledge,” other than that it was spoken by Einstein.

To us, knowledge is already gained wisdom and when you learn it you do so through reading, or perhaps you were taught by a teacher or through other means (we are using the word knowledge with the exclusion of inner knowledge here.) Either way, it does not require much effort on your part. You are told so and so; you understand it or not, but it’s always there.

However, imagination is a creative process.

It is a creation from nothingness to something, and it is not restricted by anything known before. You birth a novel idea into your conscious awareness that may have a significant impact to humanity. To use Einstein’s own words,

Imagination embraces the entire world, stimulating progress, giving birth to evolution.

Since Einstein was a master of imagination we may as well start with him to gain ideas as to where inspiration/imagination comes from.

Did you know that Einstein used imagination to come up with the theory of special relativity?

The special relativity states that the speed of light is a constant regardless of the speed of the observer. It doesn’t matter if you are inside a broken-down car or a rocket that goes 5 miles/second or some fancy blazing fast vehicle that only appears in sci-fi movies. When you observe light its speed remains the same. In other words, no matter your speed you will never catch up with light. Light travels at the same speed regardless of your speed. This phenomenon defies classic physics that we know of.

The theory also rocked our very understanding of time and space. It means that the time and space (distance) we use to measure speed is not absolute but depends on the observer. Time and space changes when you get to a really high speed; it’s no longer the same as when we perceive them at our “normal” state of being.

Our “normal” state of being is one narrow way to perceive, where time and space “appear” to be the way they are based on our observations at this mental state. Time and space are only illusions and they appear to us the way there are based on our state of being. Time and space, two parameters we have taken for granted are nothing but illusions. They’re pretty solid illusions, but illusions nonetheless.

How could Einstein come up with the then outlandish, and it still is to many people, theory of special relativity?


Einstein is famous for his ability of conducting “thought experiments”. In his Autobiographical Notes, he described a thought experiment he conducted at the age of 16 which was the seed for special relativity.

He imagined himself chasing a beam of light and pondered what would happen to his observation of the speed of light. There were many thought experiments Einstein conducted that eventually pushed our understanding of the physical universe to unimaginable depth. Unimaginable for the majority of us that is, but imaginable to Einstein.

Imagination is not the only thing that’s so mysterious, awe-inspiring and magical. Inspiration seems also unexplainable.

Loewi’s dream

Loewi is also known for the means by which the idea for his experiment came to him. On Easter 1921, he dreamed of an experiment that would prove once and for all that transmission of nerve impulses was chemical, not electrical. He woke up, scribbled the experiment onto a scrap of paper on his night-stand, and went back to sleep.

The next morning, he found, to his horror, that he couldn’t read his midnight scribbles. That day, he said, was the longest day of his life, as he could not remember his dream. That night, however, he had the same dream. This time, he immediately went to his lab to perform the experiment. From that point on, the consensus was that the Nobel Prize was not a matter of “if” but of “when.”

Thirteen years later, Loewi was awarded the Nobel Prize in Physiology or Medicine.

Source: Wikipedia

Kekulé’s dream


Image Source: https://commons.wikimedia.org/wiki/File%3AOuroboros-benzene.svg

Loewi is not alone in getting inspirations from dreams that pushed science forward significantly. After years of studying the structure of carbon-carbon bonds, German Chemist Kekulé had a day-dream of a snake seizing its own tail and curled in a circular shape. This vision led him to the “discovery,” or inspiration of the ring shape of benzene molecule.

Dreams seem to be an interesting source of inspiration, and its role in science alone can never be overestimated. It is ironic that in a subject that places so much emphasis on evidence and logic would have dream as the source of inspiration…

However fascinating dreams are in bringing us inspirations in daily and professional lives, dream state is not required to tap into the source where imagination and inspiration spring from. In fact, a certain level of consciousness is a must, even with inspirations coming from the so-called dream states. There has to be a certain level of awareness, otherwise the dream would be forgotten.

Edison’s dreamy state of mind

Edison sleeping at his laboratory (1924) Image Credit: Henry Ford Foundation

Besides Einstein, Edison is also known for relying on half-asleep moments to come up with big ideas. Having reportedly slept four to five hours per night, Edison’s mind was primed for problem solving and receiving inspirations in his half-dreamy, half-asleep states. It is interesting that the person who invented the light bulb never wanted to turn it off, for a good reason. Edison was tapping into the state of mind where inspirations could reach him.

The mysterious and magical inspiration/imagination/intuition such as those cited above made people believe that only certain people, the lucky selected few, can tap into the higher information source and make breakthrough discoveries. Such speculations led to The heroic theory of invention and scientific development. It is the hypothesis that the principal authors of inventions and scientific discoveries are unique heroic individuals – “great scientists” or “geniuses.” However, it is far from truth. It is the other way around actually, that people who can use their mind creatively and tap into higher sources of information become the “heroes”, “great scientists” or “geniuses”.

The phenomenon of inspiration/imagination/intuition is far from limited to the field of invention and scientific development, it is permeated in all aspects of life. I would not be doing justice if I only focus on science and discoveries, because inspiration/imagination/intuition is indeed everywhere.

Jonathan Livingston Seagull

In the book The Nature of Personal Realities, a book written by a higher spirit called Seth channeled by Jane Roberts, it mentioned how Richard Bach wrote his best-selling book Jonathan Livingston Seagull.

One day Richard heard an inner voice dictating the story of Jonathan Livingston Seagull. He wrote it down as the voice dictated. However, half way through the book the inner dictation stopped, and it didn’t return until 8 years later, which enabled Richard to finish the book. It became a surprising hit in the history of publishing.

The information clearly came from a higher source. But where did it come from?
Can anyone tap into that?
How will it change your life if you could do it as well?

Conversations with God

This is another wildly successful book. In fact, it is a series of books, written by Neale Donald Walsch, where he asked questions and God answered. Prior to writing the first book, Neale was a homeless person. After the first book was published, it stayed on the best seller list for 137 weeks straight and it changed Walsch’s life forever.

In an interview with Larry King, Walsch described the inception of the books as follows. At a low period in his life, Walsch wrote an angry letter to God asking questions about why his life wasn’t working. After writing down all of his questions, he heard a voice over his right shoulder say, “Do you really want an answer to all these questions or are you just venting?” Though when he turned around he saw no one there, Walsch felt answers to his questions filling his mind and decided to write them down. The ensuing dialogue became the Conversations with God books. When asked in an interview about how does he “open up” to God these days, Neale stated, “I am reaching out to touch others with this information. When I reach out and touch others with this information I reconnect immediately with the divine presence.”

Source: Wikipedia

There are many other books written from higher sources, such as A Course in Miracles, The Law of One, Abraham Hicks books, etc. Like the scientific field, the publishing world is filled with stories of inspiration/imagination/intuition with information coming from the divine sources, even for authors who do not clearly “channel” books. Again, to add on what I said earlier, the phenomenon is not limited to invention, science, and publishing but it permeates in all areas of life.

Akiane Kramarik’s paintings

Kramarik is an American artist and poet. She started drawing at the age of 4 after seeing visions of God and was encouraged to draw. She “saw” a higher reality beyond the physical.

Religious art of sculptures, reliefs and paintings in one of the parochial schools I attended greatly influenced my later attraction to legendary figures. For the first time I got to encounter the world’s view of what divinity was supposed to be, but deep down I felt that I perceived everything in a much broader and deeper sense. It appeared to me as if most people were completely ignorant of other realities, or that the realities they perceived were seen only from a very narrow angle.

At the age of 10, Kramarik appeared on The Oprah Winfrey Show. At the age of 12, she appeared on CNN. Her paintings sold millions.

Source: Wikipedia

Also, at a young age she started to “write” poetry. Beautiful verses came to her effortlessly, with words she could not consciously comprehend.

Music, dance, paintings, other forms of arts, and all the other creative processes are filled with stories of the influence of inspiration/imagination/intuition.

Have you seen dancers dance elegantly, immersed in their own movements? In those moments they are bringing higher information and translate it to their bodily movements.

Have you seen musicians perform their favorite piece of music, totally lost in their own thoughts? In those moments they are bringing higher information and express it through an instrument.

Have you seen artists paining, sculpting, or engaging themselves in their chosen profession? In those moments they are bringing higher information and decipher it through their chosen form of art.

Have you seen writers, actors, scientists, doctors, etc., deep in thought and forgetting everything around them? They are tuning into a higher source to bring out information that we term inspiration/imagination/intuition.

Where is the higher source?

Can anyone tune into it?

How can you do it and benefit your life?

The higher source of information is permeating all around us. Some call it higher dimensions, some call it higher consciousness, some call it the other side, some call it Akasha, some call it divine intervention, etc. It really doesn’t matter what you call it, and don’t get entangled by the wordplay.

The information is always there, just as magnetic waves are all around us, unseen. Just as radios dialed into the right frequencies can receive messages from that particular channel, when you tune into higher frequencies you can receive divine messages. And the way to tune in is through your meditative state of mind. It is an innate ability that everyone possesses. Some people use it unconsciously and appears “lucky” or “genius”, while others open up through deliberate training and practicing such as Napoleon Hill. No matter what you do, the process can be called channeling.

You open up the channel, set up the bridge, the gateway, tune in to the frequency to become a receiver of higher information. It involves a meditative state of mind. Get into a meditative state of mind regularly to enhance your sensitivity to information coming from higher source.

If you were to live life to the fullest and following your life’s purpose with clear divine guidance, meditation is not an option but a must. You may not use the word meditation but that doesn’t matter. You will be able to tap into the source of inspiration/imagination/intuition and make your life magical. 

3 Advice for New Coaches and Consultants

# 1 work on your mindset and belief

What actions you take and the emotions you have while taking actions determine your results. What action your take is based on what’s in your mind. When your mind has clarity, you take the right actions. When your mind is confused, you take lousy actions.

How you take action is determined by your mindset as well. Everything you do and how you do it are determined by your mindset.

New coaches or consultant who have not gone through mindset work shows in how they show up. Hire a mindset coach if you have to. Build a strong foundation for your business.

With the right mindset, you will:

Gain clarity of your messaging

Clear of your goals

Show up consistently

Never give up until you succeed

Get over fear

Push through your comfort zone

Take imperfect action

Stay laser focused

Get over failure and keep pushing forward

Know your worth and welcome money

Become a money magnet

… …

# 2 know your target audience

Know how to reach them and market to them. Know their pain points and be the solution provider. Get their attention so your messaging does not go crickets.

When your messaging is not resonating with your target audience, it’s not a messaging issue, it’s clarity issue. It is not your fault!

It is not that your messaging naturally sucks, it’s because your mind is not clear about what your target audience really want to see and provide them the right information. Willing to be flexible.    

# 3 develop sales skills

Sales skill is the livelihood of any business!

In any business, the sales team is the only one pulling in money! Other departments cost money.

Let’s take a handbag company as an example. To make the handbag requires the company to buy the raw materials required. Hire workers to make the handbags. The sales team brings in money for it to be possible to run the business!

Sure, there’s no company without the handbags being made. But the role of the sales is unparalleled. Sales is such a higher function of any company.

If you use the metaphor of a relay race for the company operation. The sales team is the last one who actually crosses the finish line! They got the most cheers!

I see so many new coaches and consultants overlook the role of sales skills in business.

They might be really good at what they do, which is coaching or web design, or copy writing, or whatever consulting skill they have.

But they lack sales skills.

No matter what business you are in, you are in the sales business.

Sales is what drives businesses. Without clients signing up with you, you don’t have a business!

It’s that simple.